Where Perception Meets Reality: The state of association communications and recommendations to improve Based on results from the 2016 Association Adviser Communications Benchmarking Report Jill Andreu, vice president of content strategy and development for Naylor Association Solutions
TOPICS FOR DISCUSSION • The state of the association communication landscape • Key findings and trends from the 2016 Association Adviser Communications Benchmarking Report • Recommendations for bringing clarity to your association’s communications strategy • Opportunities to learn more
ABOUT THE STUDY & VALUABLE 2016 ADDITIONS • Originated in 2011 • Naylor has partnered with 11 member organizations of the Association Societies Alliance • New This Year – Personalized Best Practices Report Card • Communications effectiveness • Communications strategy • Online communications • Customization • Advertising, sponsorship & measurement
FINGER ON THE PULSE Creating a two-way dialogue through the Association Adviser media brand, combined with our industry-wide benchmarking study, allows us to develop deeper insights to help you be more effective. More than 2,000 senior leadership members of trade and professional associations across North America have participated in Association Adviser’s Communications Benchmarking Survey. *Source: 2016 Association Adviser Communications Benchmarking Report
WHAT WE HAVE LEARNED OVER THE YEARS *Source: 2016 Association Adviser Communications Benchmarking Report
NON-DUES REVENUE CHALLENGES More than half of respondents stated they have trouble generating significant non-dues revenue from their publications.
POLL QUESTION Do you employ any tactics to cut through the clutter and monitor your member communications? Please type in your free response.
CUTTING THROUGH THE CLUTTER APPEARS TO BE HARDER THAN EVER Association executives surveyed believe members read far less than half of the information the association sends them. Source: Association Adviser and Naylor Association Solutions, 2011 - 2016.
COMMUNICATING MORE FREQUENTLY Associations are communicating with members more frequently, and the frequency with which they use various channels has changed. Online communications and social media usage are on the rise. *Source: 2016 Association Adviser Communications Benchmarking Report
POLL QUESTION Do you leverage association management software (AMS) to customize your member outreach and communications? Select one: • Yes • No, but we plan to soon! • No
MEMBER COMMUNICATIONS IS NOT ONE SIZE FITS ALL Only 28 percent of respondents believe they are effectively leveraging their member database/AMS to deliver a customized member experience.
ASK MEMBERS WHAT TYPE OF INFORMATION THEY NEED/WANT 2014 Rank 2015 Rank 2016 Rank 1. Lobbying/advocacy 1. How-to/best practices 1. How-to/best practices (tie) 2. How-to/best practices 2. Career/professional 1. Networking with development industry peers (tie) 3. Industry news/ 3. Industry news/ 3. Career/professional trends trends development 4. Career/professional 4. Lobbying/advocacy 4. Industry news/trends development 5. Actionable data 5. Actionable data 5. Lobbying/advocacy *Source: 2016 Association Adviser Communications Benchmarking Report
COMMUNICATING MEMBER BENEFITS EFFECTIVELY 67 percent of associations cited having difficulty communicating member benefits effectively.
ENGAGING NEXT-GENERATION MEMBERS The millennial generation is accustomed to looking online and hunting down whatever they need. Associations need to develop specific events, communications and mentoring opportunities unique to this group. Less of this… And more of this.
FULL INTEGRATION IS DECLINING
TOP POSITIVE DEVELOPMENTS IN 2016 Positive Changes: • “Helping members find desired information quickly” decreased to 33 percent in 2016 vs. 42 percent in 2015. • “Keeping members informed about new events and continuing education” decreased to 21 percent in 2016 vs. 30 percent in 2015. • The use of communication channels is expanding and several new forms are gaining traction. • Legacy communication channels continue to be among the most highly rated. *Source: 2016 Association Adviser Communications Benchmarking Report
LESS TRADITIONAL COMMUNICATION CHANNELS GAIN POSITIVE PERCEPTION *Source: 2016 Association Adviser Communications Benchmarking Report
POSITIVE & NEGATIVE, LINES ARE BEGINNING TO BLUR • Feel their communication programs are slow to improve • Are still struggling to develop a mobile strategy • Think they need better social media engagement • Aim to customize member communication and integrate content across all channels • Actively measure their communications effectiveness • Report having trouble engaging newer members • Blame their inability to customize member communications on technology shortcomings *Source: 2015 Association Adviser Communications Benchmarking Report
DETERMINE WHICH ACTIVITIES ARE LIKELY TO GENERATE THE MOST R.O.I. When asked what they would do if their publishing/content creation team unexpectedly received a 50 percent increase in the annual budget , association executives told us the following: Upgrade Options 2016 Response 2015 Response Change Develop a real mobile strategy 48% 39% +9 Upgrade publishing tools, 54% 47% +7 technologies or processes Hire more staff 53% 46% +7 Improve quality of existing 55% 53% +1 communications Put more muscle behind social 31% 32% -1 media Launch new communication 26% 27% -1 vehicles Other 2% 6% -4 Note: Total exceeds 100% due to multiple response option. *Source: 2016 Association Adviser Communications Benchmarking Report
THINK BIG PICTURE eLEARNING Interconnect and Leverage CAREER Accordingly CENTER for Success CONTENT LIVE EVENTS
RECOMMENDATIONS FOR SUCCESS Survey Your Have Select Integrate All Offer Diverse Leverage Social Members “Member Only” Communications Event Media Communications Opportunities Update Email & Ideal Offer Desired Consider Utilize a Strategy Websites for Communications Resources Member Mobile Frequency Preferences For an in-depth look at these recommendations and for more recommendations, download your Personalized Best Practices Report Card!
WHAT’S AN ASSOCIATION TO DO?
POLL QUESTION In regard to the state of the association industry, what areas are you most interested in learning more about next year? Please type in your free response.
IT’S NOT TOO LATE! Interested in where you stand in comparison to your peers? You’re in luck! The survey platform stays live all year. Take the Survey! Download the report at Get your personalized Best http://naylor.com/ Practices Report Card! benchmarking Visit https://communicationsbenchmark. naylor.com/signup.aspx
Where Perception Meets Reality: The state of association communications and recommendations to improve Based on results from the 2016 Association Adviser Communications Benchmarking Report Q&A Jill Andreu, vice president of content strategy and development for Naylor Association Solutions jandreu@naylor.com | @jkandreu
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